In a move that’s sending shockwaves through the college basketball world, Duke freshman guard Cooper Flagg has signed what insiders are calling an “extremely lucrative” Name, Image, and Likeness (NIL) deal with global energy drink giant Red Bull. The agreement, announced early Friday morning, instantly elevates Flagg into the upper echelon of college athletes benefiting from the new era of NIL endorsements. While exact figures were not disclosed, sources familiar with the deal suggest it could be one of the most financially rewarding partnerships in NCAA history.
Flagg, who arrived in Durham this summer as the most hyped recruit in the nation, has already lived up to the lofty expectations. Known for his relentless work ethic, explosive athleticism, and clutch shooting, the 6’8” guard has become a fixture on highlight reels and a driving force behind Duke’s undefeated start to the season. Red Bull’s interest reportedly surged after Flagg’s 34-point performance against Kansas last month, a game that was watched by millions and dominated social media chatter for days.
The partnership will see Flagg featured prominently in Red Bull’s advertising campaigns, both nationally and internationally. According to marketing insiders, Flagg will participate in commercials, social media takeovers, and even a limited-edition Red Bull can release in his name. “Cooper embodies everything Red Bull stands for — energy, innovation, and pushing limits,” said a Red Bull spokesperson in a press release. “We see him not just as an athlete, but as a global icon in the making.”
For Flagg, the deal is more than just a financial windfall. In a statement posted on his Instagram account, the Duke star expressed excitement over the collaboration. “This is a dream come true,” Flagg wrote. “Red Bull has been a part of my journey since high school, giving me that extra boost before big games. Now, I get to represent a brand I truly believe in while continuing to grow on and off the court.” He also hinted at upcoming community projects funded through the partnership, including youth basketball clinics and fitness programs.
NIL experts say this agreement could signal a shift in the types of brands targeting college athletes. While apparel and footwear companies have traditionally dominated the space, lifestyle and consumer goods brands are now stepping in aggressively. “Cooper’s deal with Red Bull is groundbreaking because it’s not tied to a sport-specific product,” said Dr. Alicia Raymond, a sports marketing professor at UNC. “It shows that companies see NCAA athletes as cultural influencers, not just players.”
On the court, Duke head coach Jon Scheyer insists the new endorsement will not distract Flagg from the team’s goals. “Cooper’s a professional in every sense,” Scheyer told reporters. “He understands that our priority is winning games and chasing a championship. I have no doubt he’ll balance his responsibilities perfectly.” Several of Flagg’s teammates echoed the sentiment, describing him as humble and focused despite the spotlight.
With March Madness looming and Duke eyeing a deep tournament run, the timing of the deal couldn’t be more perfect for Red Bull or Flagg. As the Blue Devils continue their push toward a number one seed, fans can expect to see the young star’s face plastered across billboards, social media feeds, and television screens — all with a can of Red Bull in hand. Whether or not the deal will translate into even more on-court success remains to be seen, but one thing is certain: Cooper Flagg’s rise is just beginning, and now, he’s flying with wings.
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